Scientific Journal of

  Abstract

 Background and Objectives

 Recognizing people's attitudes has a pivotal role in the process of their attraction to voluntary blood donation. This study compares the effectiveness of three-fold Theory of Planned Behavior and two-fold Theory of Rational Action beliefs on voluntary blood donation among Tehran women.

 Materials and Methods

 The present research was descriptive-correlative. A group of 425 Tehran women was selected by stratified sampling method. The data were collected using a questionnaire based on TRA and TPB, and t-test and Chi-square statistical indexes were applied for the analysis and model fitness using LISREL software.

 Results

 Findings expressed an equal ability in both patterns to predict blood donation behavior. The significance index was obtained to be 0.34 (t = 5.83) for TRA, and 0.30 (t = 4.96) for TPB in the relationship between behavioral attitude and intention, respectively. This index was obtained to be 0.55 (t = 9.69) for TRA and 0.51 (t = 8.63) for the other pattern in the relationship between normative beliefs and intention. It was also obtained to be 0.14 (t = 2.42) in the relationship between perceived behavioral control and intention. The impact of normative ethics was greater than the impact of people's behavioral attitudes on their intention.

 Conclusions

  Behavioral and normative ethics were effective on people intention towards blood donation, and the utility of normative beliefs is more than the other type in this respect. Thus, the reinforcement of this belief through the mass media can be an appropriate technique to create a social value called "Blood Donation".